Pengaruh Kesesuaian Gaya Hidup, Pengalaman Merek Terhadap Loyalitas Dengan Moderasi Religiusitas Pada Internet Banking Bank Bri Syariah Di Wilayah Gerbangkertasusila

Sa’adah, Umu (2019) Pengaruh Kesesuaian Gaya Hidup, Pengalaman Merek Terhadap Loyalitas Dengan Moderasi Religiusitas Pada Internet Banking Bank Bri Syariah Di Wilayah Gerbangkertasusila. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to examine the extent of the influences of self congruence, brand experience on brand loyalty by moderating religiosity in the BRI syariah internet banking. This reseach methodology used hundred (100) respondents collected through distributing questionnaries in the GERBANGKERTASUSILA region. Respondents responses were analysed using descriptive analysis through the SPSS 16.0 program and statistical analysis through WarpPLS 6.0. The results of the analysis show that self congruence scores have a positive effect on brand experience and self congruence positively influences brand loyalty, and also brand experience has a positive effect on brand loyalty. The moderating role of religiosity does not affect the stronger or weaker effect of the direct effort between brand experience on brand loyalty. The practical implications of this reseach are for BRI Syariah to develop its strategi in the future, especially as an evaluation of the bank’s performance so far in the competition national Islamic banking, and can provide information to banks it is important to build a self congruence that has an impact on brand experience and brand loyalty by moderating religiosity to increase internet banking usage. Keyword: Internet Banking, self congruence, Brand Experience, Brand Loyalty, Religiousity.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.17 - BANKING SERVICES
Divisions: Bachelor of Islamic Economic
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 26 Sep 2019 03:29
Last Modified: 26 Sep 2019 03:29
URI: http://eprints.perbanas.ac.id/id/eprint/4743

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